1. HARNESS THE POWER OF ONLINE MARKETING

2. DRIVING SUCCESS WITH DIGITAL MARKETING

3. TRENDS TO WATCH FOR

4. 20.3M Canadians have a MOBILE PHONE 6.6M have a SMARTPHONE Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011 Mobile

5. Source: Ipsos Reid, May 2011 63% look for stores/restaurants 4.4 times a month more than 40% research products and prices on their mobile phone Geolocation

6. Source: Facebook Source, SME Research Media U&A 2011 30% of SMEs use social media 21.5M Facebook Profiles Social Media

7. 23% of Canadians have purchased a daily deal $26M worth of deals were sold in Canada… in June alone… BUY Group Buying

8. SIMPLE TACTICS THAT WORK

9. Current users : Plan to continue using (net likely) Newcomers : Plan to begin using media (very likely) Current Media Usage % SMEs Planning To Use Online Media

10. Opening Hours Contact Info Maps Photos & Videos UP-TO-DATE & RICH CONTENT Update Your Website

11. 54% of small businesses update their sites less than once a month Only 2% of small businesses update their sites more than 5 times a month… …and saw 300% more traffic than those who update their site less frequently Source: SiteKreator via ReadWriteWeb 2011 « The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC) SME Result

12. MY BUSINESS Get Found

13. SEO

14. SEM

15. Added a Phone Number = +30% number of Calls 2 Optimize keyword in URL = -33% Cost Per Call 1 Yellow Pages Case Studies TM

16. Your Business Be Social

17. Chat Forum Blog Tom Bihn – SME Success Story

18. SOMETIMES IT WORKS… SOMETIMES IT DOESN’T Group Buying

19. Test, Track, Analyze & Action

20. WEBSITE Updated 5x my website and saw an increase of 300% in traffic SEM Optimized keyword and got 30% more calls What’s my Cost per Lead? How many Calls became Sales? How much am I spending? SOCIAL I tested a campaign on Facebook and I have 90 additional fans Did You Get What You Paid For?

21. Speak to over 9.2M unique visitors 1 in 2 Canadians use our directory 24M Canadians expect a website Capture share of 3.7B searches online every month

22. UNDERSTANDING ONLINE BEHAVIOR & GROWING YOUR BUSINESS

24. WHO WE ARE

26. 26 UNDERSTANDING USER BEHAVIOUR

27. Search is… The connection between intent and content User Behaviour

28. The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience User Behaviour

29. The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

30. User Behaviour The 5 foundations of Search Marketing: Right Message Right Person Right Place Right Time Right Experience

32. Search Behaviour: Search Patterns on Major Engines

33. GoogleLiveYahoo Search Behaviour: Search Patterns on Major Engines Source- Eye Tracking II: Enquiro

34. Search is… The connection between intent and content User Behaviour

35. Search is… The connection between intent and content Intent = Keywords User Behaviour

36. Semantic Mapping in Search Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use “Digital Camera” Digital Camera

38. “until I find you john irving” Content matched intent

39. Content matched intent “until I find you john irving”

40. Personalized Results Organic listings 3, 4 and 5 personalized Study of 16 individuals Tracked History from a previous session Provided listings based both on past clickstream and assumed place in buying funn el

41. The Area of Greatest Promise ?

42. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

43. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

44. 44 SEO & SEM

45. Search is… The connection between intent and content Intent = Keywords User Behaviour

46. Keywords Brainstorm Internal Search Function Search Engine Referrals Competitors Natural Language Social Networks, Blogs, News

48. Let’s Talk About Spiders

50. 1.Content 2.Content 3.Content 3 Keys To SEO

51. 1.Content Create as much as possible 2.Content Unlock the content you have Share it with the world through linking 3.Content Keep creating more 3 Keys To SEO

52. Articles Blogs Corporate Info Images Video Press Releases Podcasts Webinars Whitepapers Microsites Promotions Content is...

54. 1.Test 2.Test 3.Test 3 Keys To SEM

55. 1.Test You’re your targeting 2.Test Your ad copy and landing pages 3.Test Keep testing 3 Keys To SEM

56. Understand your target market Attract a qualified audience Coach the click Allow visitors to convert in a way that is natural to them Monitor performance to enable continuous improvement Paid Search Best Practices

57. Write ad copy to match intent Use keywords (remember semantic mapping) Test different ad copy Landing Pages match the ad Paid Search Best Practices

58. Not understanding intent Not using the same language as your target market Basic optimization not done (SEO) Landing pages too generic or not giving the user what they want Top 10 Mistakes…

59. No analytics or not capturing the right information (i.e. cookies not set to buying cycle) Broadly defined ad-groups Set it and forget mentality Top 10 Mistakes…

60. Focused on click metrics instead of conversion metrics Not doing day-parting and geo-targeting Big 3 blindness Top 10 Mistakes…

62. HARNESS THE POWER OF ONLINE MARKETING